Who could possibly bench a Hall of Fame quarterback like John Elway?
The Florida-based company that bought his auto dealerships nine years ago is forcing him into retirement once again.
AutoNation says it'll shift gears soon, dropping Elway's name from its Colorado locations -- and replace it with a single word: "Go."
The country's largest auto retailer says it's making the move because the time is right for our dealerships to establish their own identity and speak directly to consumers...."
Elway's name will come off more than a dozen dealerships in the Denver area this month.
For his part, Elway says there are no hard feelings.
He says he enjoyed being the company's local spokesman, but understands its need to move on.